<!DOCTYPE html>
<html lang="en">
<head>
    <meta charset="UTF-8">
    <meta http-equiv="X-UA-Compatible" content="IE=edge">
    <meta name="viewport" content="width=device-width, initial-scale=1.0">
    <title>Document</title>
    <style>
        [title]{
            color: red;
        }
        [title=box]{
            color: blue;
        }
    </style>
</head>
<body>
    <div title="box">val=box</div>
    <div title>no val</div>
    <div title="aaa">aaa</div>
</body>
</html>